Police Municipale de Genève — Campagne by twks: Recruitment campaign

Police needs your skills

A recruitment campaign that reveals the human side behind the uniform and inspires Geneva’s citizens to join their municipal police force.

Changing perceptions
Being a municipal police officer in Geneva is a profoundly human role. Yet this reality is largely unknown, discouraging potential applicants. The challenge was to transform this image by showing a profession built on proximity, dialogue and diversity.

Putting people first
With Police needs your skills, we created an impactful campaign highlighting unexpected yet essential qualities: being talkative, stubborn, meticulous… universal traits that anyone can identify with and that are indispensable in this job. The message: behind every uniform, there is first and foremost a human being… who could be you.

A global strategy
We began by creating the brand platform “Municipal Police, people like you”, then built a complete campaign ecosystem. Outdoor advertising, digital activations and brand content on social media were all carefully orchestrated to redirect potential candidates towards a dedicated recruitment website, designed to simplify the process and ensure total inclusion without exception.

A true and accessible voice
To embody this approach, we chose to feature real police officers, photographed and filmed in their daily lives. The tone is direct, simple and human. The campaign unfolded both in urban spaces and online, reaching potential recruits where they are.

Measurable impact
Beyond recruitment, the campaign helped rebuild trust between the public and the municipal police. It repositioned the profession as vibrant, accessible and deeply rooted in the daily reality of Geneva’s citizens.

Results

• +31% increase in applications submitted
• A campaign noticed and widely shared by the local press
• A renewed image of the municipal police, perceived as more human and approachable
• Greater public awareness: behind every officer, there are people just like us

Credits

Creative Director: Alexandre Pugin | Managing Director: Raphaël Pasquali | Account director: Marie Combas | Strategic Planner: Claude-Anne Schumacher | Digital Account Manager: Sédona Theillaud | Art director: Anaël Bouglé | Account Manager: Yasmine Ahamed | Head of Design: Lafko Heufemann | Designer & Motion: Nicolas Calame - Thomas Kauffman